麦肯锡三星战略motorola

• Committed handset promotion • Speedy roll-out of new releases • Provision of high-quality after-sales services • Advanced technology
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PRODUCT/MARKET
since 2019. Its products are more function-driven compared with Nokia’s products, which are more fashion-driven
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3. Product /market
• Key product offerings • Key customers • Value proposition • Geographic focus • Pricing
6. Financial performance
– Distribution (channel and sales force)
2. Strategy
• Mission • Vision • Corporate strategy • Market position
5. Organization and ownership
• Organization structure • Ownership structure
Pagers
Two-way radios
Semiconductors
Auto electronics and
accessories
Mobile network equipment
Fixed line network equipment
Source: Motorola website
• Set up representative office in 1987 • Operations include:
6. Financial performance
• Sales • Profit
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KEY MESSAGES - PRODUCT/MARKET
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• Motorola has entered the low-end of the mobile handset market
• Location
• Starting year
• Registered • Number of
capital
employees
• Management • Era analysis
team
• Equity
structure
4. Value chain strategy
• Focus on
– Marketing, advertising and promotion
and improve time-to-market
• Closely managed first-tier group of nine resellers in
order to minimize price competition and facilitate order tracking
Core competencies
Product range price points and offers a wide range of functionality
Value chain
• Invested heavily in product localization through China-
based R&D team
• Expanded local manufacturing in order to reduce costs
• Focus on
– Marketing, advertising and promotion
– Distribution (channel and sales force)
2. Strategy
• Mission • Vision • Corporate strategy • Market position
5. Organization and ownership
• Organization structure • Ownership structure
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3. Product /market
• Key product offerings • Key customers • Value proposition • Geographic focus • Pricing
– 1 holding company – 1 WOFE – 8 joint ventures – 26 subsidiaries
• 12,000 employees • US$ 3.4 billion total investment to date
6
STRATEGY
1. Background information
• Sales • Profit
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MOTOROLA’S HANDSET STRATEGY COMBINES AN ATTRACTIVE PRODUCT RANGE WITH SUPERB VALUE CHAIN MANAGEMENT
• Developed a wide product range which covers all key
1. Background information
• Location
• Starting year
• Registered • Number of
来自百度文库
capital
employees
• Management • Era analysis
team
• Equity
structure
4. Value chain strategy
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MOTOROLA’S CHINA BUSINESS SPANS SIX PRODUCT CATEGORIES
Motorola China
Wireless communications
Mobile handsets
Network equipment